Teen Logic? Lessons in Peripheral Customer Experiences

Posted by Joseph Michelli, Ph.D. on December 1, 2010

0 comments | 1685 reads

Who would have thought it possible? Adults may be able to understand the mind of a teenager!

Well maybe it’s just a sliver of understanding of teenagers’ holiday shopping behavior but it’s a start. The Center for Media Research has released a Holiday Shopping Behavior Survey conducted by AMP Insights that looks at those oft misunderstood 13-19 year olds.

Surprising to some, teens seem to have fairly deep pockets since:

49% are planning on spending over $150 on gifts for others this holiday season
20% are planning on spending over $300 on gifts for others this holiday season

Here’s a finding, I wouldn’t have thought about in advance but which makes total sense with the clarity of hindsight….Teens treat themselves when shopping for holiday gifts for others:

65% say when shopping for gifts for others, they will sometimes shop for themselves if they happen to find something they need or want

Even though many of us might not be targeting teen shoppers this holiday season, the results have wider implications. Maybe we should think about creating experiences that relate beyond the person for whom we originally intended (in the case of the teen example, creating purchase opportunities for the gift giver as well as the person for whom they are shopping). To extrapolate further, I would ask how you can design an experience that might benefit your identified target and those peripheral to them?

Joseph Michelli, Ph.D.

Joseph Michelli, Ph.D., an organizational consultant and the chief experience officer of The Michelli Experience, authored The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz-Carlton Hotel Company and the best-selling The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary.

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